While the Indiana Destination Development Corp. (VisitIndiana.com) is known for its tourism marketing, the DMO is increasingly doubling as an agency seeking to convert visitors into locals, known as Hoosiers.

“It all starts with a visit,” said Amy Howell, vice president of tourism, marketing, and communication. “Our mission is, yes, [to] promote Indiana as a tourism destination, but also attract talent, to get people to move here.”

“Marketing Indiana as a place to visit goes hand-in-hand with marketing the state as a place to live.” — Amy Howell, vice president of tourism, marketing, and communication, Indiana Destination Development Corporation

MakeMyMove is targeting specific demographics among out-of-staters to promote moving to Indiana. The organization works with Indiana cities, towns, and counties to offer incentives, including cash, to move there.

“The ultimate goal is to increase our population … and reduce the jobless rate at the same time. It really is about people from out of state learning that Indiana has more to offer and changing that perception,” said Howell. he added that “IDDC is working hard to create a positive national perception of Indiana. The agency’s research shows that many people have no impression of the state at all, so a lot of its marketing efforts involve education.”

Two recent marketing campaigns include “Hoosier by Choice” and “Home Again IN Indiana,” which chronicle stories of Hoosiers moving to or returning to the state. Testimonials from those campaigns boil down to people choosing a better way of life, Howell said.

The Indiana Destination Development Corporation (IDDC) is a public-private agency that promotes Indiana as a great place to live, work, visit, and learn. The IDDC was established in 2020 by the Indiana Legislature to replace the Indiana Office of Tourism Development. The IDDC’s mission is to:
– Promote Indiana’s authentic story
– Attract and retain talent, students, businesses, and visitors
– Position Indiana as the best place to live, work, play, study, and stay

Since the 2017 start of the program, 565 households have taken advantage. Most of its programming requires applicants to be remote workers who earn above a certain threshold income of $50K, but future programs will likely target potential residents to fill local jobs.